eMarketing, the practice of utilizing all the versatility the Internet offers, is as much a strategy as it is a compelling set of technologies and practices.
At the end of the day however, eMarketing should drive sales, period. Proving that it can — and quantifying that it does — is the conundrum.
Solution providers that understand the need to increase Web Content Management's impact on revenue generation rather than simply administrative control are delivering eMarketing as an integral platform component. In this market segment, the approach combines commoditized functionality for Web site management with the technologies necessary for true revenue management.
Gilbane notes that this is "an extremely important industry breakthrough," and outlines how a Web CMS with built-in eMarketing components helps integrate disparate tools used for search engine optimization, Web analytics and email marketing.
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